Did you go with A, C or D? Then I’m guessing you’re a CEO or a communicator rather than a fundraiser. (By the way, you can be a great communicator and a bad fundraiser. But generally speaking, you can’t be a great fundraiser and a bad communicator.)

If you went with E then that’s the mark of a good fundraiser. If you went with B… I’d accept that answer too!

Why?

Let’s start with E first. Getting the envelope opened.

The most wonderfully crafted direct mail letter in the world is completely useless... unless you can get donors to open the envelope it comes in. This is why the teaser (if you use one) is so important. It can make the difference between the bin and a donation.

One of the biggest problems I see with envelope teasers is giving away too much information when it’s not appropriate.

Remember, it’s called an envelope teaser. Its function is to tease the reader into opening the mail piece. If you tell people exactly what’s inside, then why do they need to open the envelope?

If you splash “Please support our Spring Appeal” with a big logo across your envelope… then what’s in it for the donor?

The donor’s mental process is “Asking for money again… in the bin…”

Instead try teasers like:

How to stop puppies like Max from being tortured (with a cute picture of a puppy)

Do you think women should STILL be getting paid 23% less than men?

Mark was just 8 when he handled a gun for the first time…

These teasers imply or offer some kind of benefit to donors that they are likely to care about. (Or at least care about more than giving to your appeal.)

Perhaps it’s doing something about a cause or issue they're passionate about (saving tortured puppies or women’s rights). Or just satisfying curiosity (why was Mark handling a gun at age 8?).

These teasers also create very clear pictures that arouse strong emotions - emotions that are likely to lead to a gift.

Once you get the envelope opened, then you can present information that follows up on the teaser… and of course, details about your Spring Appeal.

But…

Note there are actually quite a few cases where telling people what’s inside the envelope IS appropriate and can make good teasers. Consider these.

Matching gift offers – Your gift matched dollar for dollar… if you give by 30 September

Premiums or freemiums – Your free cards inside - handmade by the children in our disability program

Response to a disaster that has been prominent in the news – Cyclone Mary victims need your help today